SAN JUAN, PR– Establishing a system of standards for the TV industry is something that will be crucial for its overall health moving forward. In an interview with Beet.TV at the Beet Retreat in San Juan, Dominick Vangeli, vp of advanced advertising products at NBCU, emphasized this importance, but explained that it will be a challenging feat.
NBCU has gone through years of innovating in order to solve the problem of being separated by vertical. After a number of steps along the way, the company has now arrived at One Platform.
One Platform has allowed the company to continue innovating with some exciting new features.
“Some of the optimizers that we’re building help us look at the TV universe in one place but also now cross-platform, and the ability to finally plan for unduplicated reach and frequency against both our TV and digital portfolios,” says Vangeli.
Vangeli, like many others in television, hopes for unification across the industry, but admits that it has been complicated. More than ever, there’s a need to change because of the dynamics in the marketplace.
“The fragmentation is at an all-time high,” says Vangeli. “The consolidation is happening faster than ever before, and the consumers are just engaging with brands in different ways, so it’s time now for everyone to come together.”
NBCU is trying to help in this cause through initiatives where they’re looking at OpenAP to look for ways to align on different standards for different technologies that can help everyone in the marketplace.
“We’ve all been working on these data strategies, this product development roadmap, to get this point where now we can say, ‘We’re ready to do things differently, let’s do it.’” Says Vangeli.
Along with standardization, the question about alternative currency and measurement is something that he’s not sure we have an answer to at the moment, too.
“Will there be something that gives us more than just the age and gender reads that our agencies just continue to be held accountable to by their clients?”
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.
